In this chapter, you read about the famous study done by James Vicary in the 1950s, which examined the effectiveness of subliminal persuasion. Please review that study now in Section 3.1.3 and answer these questions:

1. What was Vicary’s hypothesis in his study?

2. In Vicary’s original study, what was the dependent variable?

3. In Vicary’s original study, what was the independent variable?

4. Why should we not put much stock in Vicary’s claims? Explain.

5. How could you design a study that would do a better job of testing Vicary’s hypothesis?